Antecedents of acceptance of social networking sites in retail franchise and restaurant businesses
Lee, Jung Wan
Potluri, Rajasekhara Mouly
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CitationJung Wan Lee, Michael Kwag, Rajasekhara Mouly Potluri. 2015. "Antecedents of Acceptance of Social Networking Sites in Retail Franchise and Restaurant Businesses." The Journal of Asian Finance, Economics and Business, v. 2, Issue 1, pp. 29 - 36.
The paper examines the antecedents of acceptance of social networking sites in retail franchise and restaurant businesses. The success of retail franchise and restaurant business oper-ators via social networking sites depends not only on organiza-tional benefits but also on their behavioral intentions of using it. Three hundred and twenty four samples collected from South Korean retail franchise and restaurant employees are analyzed using factor analysis, structural equation model techniques and one-way analysis of variance. The results of the study identify the three constructs of organizational benefits, perceived tangible assets and perceived intangible assets as for important ante-cedents to accept social networking sites for their business use. Moreover, higher position employees tend to have more favor-able perception of tangible assets and acceptance of social net-working sites for their business use.